Outbound marketing: what is it, how it works and what is the difference to inbound
If you still understand inbound and outbound marketing as opposite strategies, review your concepts and find out how combining them can make you sell more!
Outbound marketing, as a concept, can be understood to be a much more active or even aggressive strategy than inbound marketing.
Simply put, while inbound you create conditions for the customer to come to you, with outbound marketing, the company is the one that goes after the customer.
It can actually be considered classic marketing. Advertisements on TV, radio, posters, telemarketing, sound cars, in short, there are many types of ways to do outbound marketing. And you should be familiar with them all by now.
However, with the massive and ever-increasing use of social media, outbound has also migrated online for a long time – and you’ve also noticed this.
After all, you’ve certainly been waiting for a video to load for a few seconds while waiting for an ad to finish, haven’t you?
In this article, we talk about the application of outbound marketing in the contemporary world (outbound 2.0) and what are the differences for inbound marketing.
Also, understand how the combination of both can improve the business results of companies and how this can happen in an assertive way.
Marketing: what are the challenges of integrating marketing and sales
Understanding outbound marketing
Attracting customers is never and has never been an easy task. Within this objective, outbound marketing can be classified as an active prospecting strategy to approach the ideal customer profile that your company has defined.
The truth is that this strategy is more present in our daily lives than we may realize. This can also be explained by the fact that we have already got used to it and assimilated it with normality in our routines.
Advantages and disadvantages of applying outbound marketing in companies
Like any strategy, outbound has its benefits and its problems.
To start with, we have separated 3 advantages that the application of this strategy brings to companies that adopt them.
1 – Easier proof of ROI
In inbound marketing, the investment is long term. You create content, build a reputation and optimize content for Google with SEO techniques. However, it takes time to prove the ROI, the return on investment.
In this, the outbound has an advantage. After all, from the moment you decide to start generating leads, you can quickly bring customers to your company. The sales time will actually depend much more on your sales cycle than on your marketing strategy.
After all, you will be massively “attacking” the market, taking your message to as many people as possible.
2 – Easier measurement
Another benefit is being able to validate that your buyer persona and speech make sense to the people you’re communicating with.
As your company will be in contact with a very large number of people, it will be possible to measure whether your strategy and communication make sense – and this will serve to adjust your inbound strategy later.
In addition, having the information centralized, stored in a sales system, for example, makes it easier to measure your results such as rejection rate, conversion, among others.
3 – Team building
Knowing the strategy you want makes it easier to find the ideal professionals for the role. When we talk about inbound marketing, a professional must have several qualities. Not only to build different quality content but also to be able to perform it.
In outbound, as the strategies are already known and assimilated by everyone, there is a huge number of specialists for each existing possibility.
We separated 2 points where the application of the outbound strategy leaves something to be desired. Look:
1 – High bounce rate
It’s very easy to reject your advertising before it can even be consumed. There are several plugins to block internet advertisements, email filters, among others.
Even those that cannot be completely ignored, such as videos embedded in other YouTube videos, can be rejected after 5 seconds.
After all, it’s easy to understand this behaviour in people.
As relevant as your company’s message may be, it is affected by the daily bombardment of content that we all suffer.
It’s so big, so intense, that there’s not even the patience to sort out what’s good from what’s bad.
2 – High CAC
The CAC, or Customer Acquisition Cost, can be high when choosing an outbound marketing strategy.
As the process runs, it is necessary to have a skilled and large team of salespeople – but nothing guarantees that the sale will be closed.
If you perform an Ads campaign on Google, the result will only be for the moment when it is active. When disabled, it will disappear. In other words, you need to close the greatest number of sales in the shortest time possible so that the CAC is not high.
On the inbound side, you can even spend the same amount of money, but as the investment is for the long term, at some point the amount will be paid and, later, it will only yield a profit.
What is Outbound 2.0?
With the ever-increasing use of the internet by consumers, outbound marketing has lost some of its strength and has undergone a kind of mutation.
The concept of “outbound 2.0” was created, becoming one of the main (if not the main) sales strategies in Silicon Valley, in the United States.
Cheaper than investing in traditional media such as radio, TV or billboards, outbound 2.0 brings the possibility of investing in online Ads. Its measurement with tools like Google Analytics, for example.
With inbound gaining strength and with professionals specializing more and more in content marketing, outbound prospecting was left aside for a long time.
However, Aaron Ross created the so-called Predictable Revenue, which became a book and revolutionized Salesforce’s sales management. And that’s where the term was born!
The idea of this strategy is to compose a sales team with different seller profiles. Some focused on prospecting, others on qualification and others on closing sales.
Putting salespeople to handle every step of the customer’s buying journey proved, according to Aaron, to be completely unproductive.
Professionals, in addition to being overwhelmed, had their best skills wasted on tasks they weren’t good at doing. Fatally, the demotivation of these employees arose.
So the salesman who did everything disappeared. Then, the commercial process was divided into 3 teams.
- Business Intelligence. They are professionals who find companies with the ideal profile to purchase the product or service you sell, putting you in contact with decision-makers;
- Hunters. They are professionals responsible for prospecting customers, making the first contact and generating value for the prospect in order to qualify them for the purchase;
- Closers. They are professionals assigned to seal the sale. After the lead is qualified and mature for purchase, they effectively turn them into customers.
Inbound vs. outbound marketing: one or the other, or both together?
Much has been said about the differences between inbound and outbound marketing. It is common to place the two strategies as opposed to each other.
Conceptually, this is even correct. However, in practice, it should not be assumed that one is better than the other. Or that inbound came to replace outbound.
The expertise of marketing professionals demonstrates that the best path, in fact, is integration as a way to generate better results.
integrate is the output
Integrating inbound and outbound marketing means taking advantage of what each strategy can offer the best for your business.
Marketing is, by its nature, invasive. To make it more effective, over time there is a need to be always looking for new models. That’s how inbound marketing came about because the outbound seemed to have saturated.
While outbound is based on boosting the message, inbound proposes the concept of “pulling” the market’s attention.
However, this model is also beginning to show signs of crisis. In fact, it may end up being of little use within a few years.
And this is a consequence of the internet and its new modalities of use. They can return the old outbound model or some similar version and it.
See some strategies that integrate inbound and outbound marketing:
Facebook serves us a ready-to-eat dish, made according to our profile and the history of our interactions. He does the research for us and chooses the most relevant elements based on our interests.
Many don’t even feel the need to go deeper. The collection of the information offered automatically responds to our needs and curiosities.
In this sense, it works like outbound logic. We don’t need to do any research because an intelligent instrument knows what we need.
More than that, it is able not only to analyze our profile in-depth, but also the available information. It also makes relevant content from a diverse range of sources.
ARTICLE: Lead Generation on Facebook Lead Ads integrated with CRM
The internet is moving towards integrating inbound and outbound marketing. This is also due to the growing impact that apps are having on the web and how websites are designed.
The ubiquity of mobile devices doesn’t just transform the instruments we use. They also affect the way of understanding the internet as well – which defines a totally different approach to the relationship between companies and customers.
Outbound practices must satisfy an essential condition to be effective: they must always be perfectly adapted to the context.
Users expect proposals that are perfectly suited to their own requirements. Therefore, all outbound communications (notifications, pop-ups, banners, SMS etc.) must be highly meaningful and absolutely personalized.
The role of CRM in this integration
Customers can see the lack of synchrony between areas such as marketing and sales. This occurs when an issue that has been able to attract customers does not move forward or deepen in the process. The result of this? A huge frustration.
The tendency is for the various departments of a company to work separately, leading to a series of mistakes that affect the credibility of the company itself. This is usually followed by a lack of sales conversions.
Therefore, inbound marketing and CRM Online integration must work in sync. They need to share the information flow, ensuring that the initial communication is aligned with the potential customer’s profile.
And it is essential that this communication remains at all stages of the process!
If you want to know exactly the number of leads generated, how they were generated and how far along the sales funnel, it is essential to adopt an inbound and CRM integration process.
Thus, you also understand the reasons that led to the loss of sales, which content is most effective, among several other metrics,
So, how can we help you?
If you have any questions or want to share your outbound or inbound processes, talk to a consultant today.
Did you like our tips and want to keep getting informed about the subject?
Also, enjoy and read two articles that can help you.
The first talk of content marketing can reduce CAC. The second addresses the importance of qualifying leads in sales prospecting.
If you still understand inbound and outbound marketing as opposite strategies, review your concepts and find out how combining them can make you sell more! Outbound marketing, as a concept, can be understood to be a much more active or even aggressive strategy than inbound marketing. Simply put, while inbound you create conditions for the…